This task tracks work on the Wikimedia Attribution Framework research. In its current iteration, this research seeks to support the goal of Ecosystem growth: Participation and Donation CTAs by addressing the following goals and questions:

Goals:

• Understand the journey we are asking users to embark on when they follow an attribution signal to a place where this information is displayed on-Wiki.
• Validate the understandability and relevance of exposing entry points for contribution to users with diverse levels of familiarity with Wikipedia.

Research questions:

• [Noticeability] Do users perceive the CTAs presented next to the reused content?
• [Understandability] Do users with diverse levels of familiarity with Wikipedia understand the proposed participation/donation actions?
• [Relevance] Do users with diverse levels of familiarity with Wikipedia perceive the CTAs as relevant and appropriate or as promotional in nature?
• [Task completion] Are users with diverse levels of familiarity with Wikipedia able to complete the proposed contribution flows?
• [Intention] Do participants indicate a realistic likelihood of taking the proposed actions outside the test setting?
• [Effectiveness] Which CTAs most effectively motivate different user profiles to follow participation pathways from external environments?
• [Brand awareness] Perception of Wikipedia after going through the suggested CTA flow?
• How do different types of readers react to on-Wiki “knowledge is human” framing of signal information?

Application:

• This project would allow us to validate which contribution paths we can safely suggest reusers offer to external audiences, completing and making more concrete our Attribution framework recommendations regarding participation CTAs.
• We would be able to directly address the value that our “knowledge is human” framing has for different types of readers.

Methods
We will take a quantitative approach to comparing individual variants for the CTAs, and a qualitative approach to exploring the CTA concepts themselves.

In the quantitative survey, we will be splitting participants into 4 groups (one for each CTA type) and asking them to provide a series of ratings on the variants that have been derived for each CTA (3-4 per CTA area). This survey has progressed to the piloting stage and is nearly ready for main data collection.

In our subsequent qualitative phase, we will interview and otherwise interact with different types of internet user (different classes of Wikipedia reader) in order to explore how they relate to and understand these CTA areas.